Your Future Is Not Pretty.
Make-unders showing the future ugliness of smoking.
Despite the barrage of health warnings surrounding smoking, there is still a ‘cool’ factor amongst young women. They are naive about the physical damage smoking causes. We needed to show them the long-term affects smoking has on their beauty NOW, telling them “Your future is not pretty”.
A ‘mock’ beauty bar with a team of ‘beauty experts’ lured our audience in for a free makeover. Instead of receiving a beauty consultation our participants received a make-under experiencing the future effect smoking has on their appearance. Special effect artists portrayed the disgusting consequences of long-term smoking and revealed their ‘look’ to the shock and disgust of our participants and surrounding audience. Popular beauty and fashion vloggers took part in the ‘experiment’ and shared with their communities.
After performing 118 make-unders we had over 752 on-site conversations, over 130,000 views on YouTube and a retention rate of 61% completed videos and sparked over 50 organic conversations from our Vloggers with total PR reaching over 14 million people and earning over $325,000 in media value.